[HaZeust]

Generally yes, it's just a different approach. Most people in the Google Ads space actually get their start with warm intros to companies and/or individuals that want to get into digital marketing, and just get a percentage of their monthly ad-spend for contribution. You can haggle with price per lead or revenue share from the leads that convert, but you still need capital to initially launch those campaigns.

When I started out in lead-generation using Google Ads for ACA coverage, Final Expense insurance, roofing and solar installs, I did it in this order:

1.) Reached out to insurance agencies & roofing companies I already knew, convinced them I could do their digital marketing campaigns for a percentage of their monthly ad spend;

2.) Got upfront capital through that ad spend percentage and had the clients manage the ad spend for their own campaigns, and used the ad spend percentage capital to build cost per-lead campaigns for other clients. These were far more lucrative in investment, but cost a lot of money upfront.

3.) Proved my merit for clients in both approaches, and used my second quarter audit to "upgrade" the clients in number 1 to a cost per-lead, and negotiated with clients in number 2 to a revenue share for converted leads.

It's a grind, it's hard, but it can be done.